The Amazon Kindle-DX: Are College Students the Right Target?

SMC Author

Saroja Subrahmanyan, Marketing; Yung-Jae Lee, Business Analytics

SMC Affiliated Work

1

Status

Faculty

School

School of Economics and Business Administration

Department

Multi

Document Type

Article

Publication Date

Winter 2009

Publication / Conference / Sponsorship

Journal of Business Cases and Applications

Description/Abstract

This real-world case describes the launch and marketing of Amazon.com’s e-reader, Kindle-DX. It can be used in a graduate or undergraduate marketing class with a focus on consumer behavior or marketing strategy.

Keywords

Marketing Strategy, Product Adoption, Targeting, Consumer Behavior

Scholarly

yes

First Page

99

Last Page

107

Disciplines

Business | Business Analytics | Economics | Marketing

Original Citation

Subrahmanyan, S., Lee, Y. (2009). The Amazon Kindle-DX: Are College Students the Right Target. Journal of Business Cases and Applications

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